Nike Ends Midnight Sneaker Releases; Announces ‘Twitter RSVP’ Plan

Fashion

If you planned on standing on a line all night to get those Air Yeezy 2s, forget it kid.

Nike has officially decided to end their “midnight release” tradition after the riots and violence resulting from both the Air Jordan Concord 11 and Foamposite Galaxy releases. Instead, they’ve initiated a new ‘Twitter RSVP’ method that actually makes you “reserve” your sneakers, compared to risk of getting robbed coming out the store or not getting a pair at all.

Confirmations from the store will be sent via DM to those who have successfully secured their requested size. Shoes will be awarded on a “first respond, first serve” basis. Confirmed recipients must pick up their product (in person w/ identification) from the store on the day of launch. Unclaimed product will be announced on Twitter and will be re-released at the store’s discretion.

This new ruling only applies to official Nike stores, so other retailers—like Foot Locker and Champs—can still do midnight releases if they want. On one hand, it eliminates the lines. Then again, the online competition just gets bigger—especially with a reported 100 million+ users on Twitter. Sound off and give us your opinion.—Keenan Higgins